Designing with Purpose: Simplifying Fundraising for Double Good
At a critical inflection point in Double Good’s growth, I was brought in to lead the execution and day-to-day operations of a 2-year full-scale website and brand experience redesign. Partnering closely with executive leadership, I managed a $2M+ initiative grounded in two rounds of contextual user research to simplify a complex fundraising model and build clarity across buyer, seller, and organizer journeys. Our work spanned a 40+ page web redesign and laid the foundation for Double Good’s ambition to become an iconic brand while helping raise $250M for America’s youth by 2026.Highlights
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Led the Discovery & Alignment and User Research & Synthesis phases of Double Good’s website redesign, managing cross-functional efforts to establish a shared strategic vision, align stakeholders, and uncover user insights that shaped the foundation for the future-state experience
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Directed the following Web Experience Strategy & Design phases, translating research insights into a strategic foundation and detailed UX design to support a multi-audience experience and long-term business growth
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Oversaw execution of the final phases of the website redesign, managing high-fidelity design and content delivery, user testing, and content operations while supporting a seamless transition to development teams for implementation
Part 1:
Web Experience Discovery & Insights
SKILLS & Subject Matter
Executive Stakeholder Management • User research
Cross-functional Team Leadership• ecosystem mapping
overview
As program manager, I led a team of 6 through the first two critical phases of Double Good’s website redesign: Discovery & Alignment and User Research & Synthesis. These phases established a shared vision for how the new digital experience could drive brand growth and fundraising success, while uncovering key user needs across organizers, sellers, and buyers.
My work included:
Coordinating the execution of a strategic alignment workshop, stakeholder interviews, content audit, ecosystem mapping, current-state journey map, and research planning
Managing the initial round of contextual user research, including participant logistics and research synthesis
Driving collaboration across strategy, UX, and content resources to refine journey maps and document prioritized business and user requirements
Part 2:
Web Experience Strategy & Design
SKILLS & Subject Matter
PROJECt management • resource planning • Stakeholder alignment
UX Design • information architecture • workshop planning
overview
Building on the foundation of Discovery & User Research, I led a team of 8 through the execution of the Web Experience Strategy & Design phases, guiding our cross-functional team through the strategic definition and design of Double Good’s future-state website. This phase translated research insights into a strategic foundation and detailed UX design for a new digital experience that would serve the company’s multi-audience model and long-term growth goals.
My work included:
Orchestrating cross-functional collaboration to define site strategy and structure, including use case prioritization, information architecture, content strategy, and SEO planning
Coordinating UX design development including navigation design, user flows, annotated wireframes, and content gap analysis
Overseeing workshops and planning efforts to align on future-state CMS needs, content operations, and architectural requirements
Part 3:
Brand Activation & Discovery Testing
SKILLS & Subject Matter
Risk & ChanGe MANAGEMENT • research operations
prototype design • component library • Usability testing
Topping off prior strategy and UX work, I led the team through the final and most execution-focused phase of Double Good’s website redesign: Brand Activation & Discovery Testing. This portion of the project brought the digital experience to life through high-fidelity design, while laying the groundwork for development, implementation, and long-term content operations.
My work included:
Supporting the creation of brand activation deliverables, including digital tone and voice guidelines and exploration of a new digital design language
Coordinating final sprints to produce high-fidelity page designs, prototypes, and supporting documentation
Managing two final rounds of user research: one focused on refining taxonomy, messaging, and value propositions; the other focused on usability testing to validate content comprehension and emotional resonance
Facilitating the development of content operations plans, including governance models, editorial workflows, and onboarding for content authors
Overseeing the comprehensive handoff of design system assets, component libraries, interaction specs, and content documentation to development teams
overview
This initiative not only streamlined Double Good’s fundraising journey but also elevated their digital presence to match their ambitious vision. By marrying deep research, strategic clarity, and high-fidelity execution, the redesign unlocked the storytelling power behind the brand and laid the foundation for Double Good’s growth ambition to raise $250 million for youth programs by 2026.